Within the contemporary gambling industry, the term ‘real-time’ has become ubiquitous, yet its true value and application remain elusive to many.
Real-time streaming, real-time data and real-time odds are now integral to the sector, particularly for sports betting operators, who stand to gain or lose significantly based on their deployment of real-time tools. During a recent SBC Digital Day, experts underscored the importance of real-time engagement.
Harel Falk, VP of Sales & Business Development at Solitics, highlighted the transformative potential of acting on real-time data: “When we talk about true real-time it is about getting all that information from all those data sources and acting on it in real-time.”
Falk noted that operators are increasingly leveraging dynamic engagement methods such as SMS, emails and push notifications. However, the panel agreed that personalisation is crucial for advancing these efforts.
Georgi Pepelyankov, Head of Marketing Transformation at FDJ United, emphasised the need for tailored engagement: “If I am at the game and I get a notification about spins, that is irrelevant to me. You need to know your customer and we need the data to do this.”
Edward Soliman, Head of Sports CRM at BetMGM, noted that the timeliness of real-time engagement cannot be overstated: “The ability to be relevant and timely is something that is extremely valuable, or invaluable for lack of a better term actually, because if you do not measure and do not utilise it, you kind of lose that connection with your customer.”
In conclusion, Harel Falk summarised the essence of real-time engagement as offering a live customer experience driven by data and personalisation, particularly vital in sports betting where competition is fierce.
